“In 2006, Avinash Kaushik and Ronny Kohavi, two data analysis professionals who were then working at Intuit and Microsoft, respectively, came up with the acronym HiPPO to summarize the dominant decision-making style at most companies. It stands for “highest-paid person’s opinion.” We love this shorthand and use it a lot, because it vividly illustrates the standard partnership. Even when the decisions are not made by the highest-paid people, they’re often—too often—based on opinions, judgments, intuition, gut, and System 1. The evidence is clear that this approach frequently doesn’t work well, and that HiPPOs too often destroy value.”